Wet Wipes Market: Current Analysis and Forecast (2023-2030)

Wet wipes are disposable moistened towels used for cleaning purposes. They are often pre-moistened with water or cleaning solutions and are commonly used for personal hygiene, such as cleaning hands or wiping surfaces. They come in various sizes and formulations for different purposes, including baby wipes, makeup remover wipes, and household cleaning wipes. The increasing demand for wet wipes has led to the market's growth. Several other factors, such as rising research & development activities, rising awareness regarding hygienic practices, and a surge in government collaborations & partnerships are driving the wet wipes market globally.

The Wet Wipes Market is expected to grow at a steady rate of around 5.1% owing to the rising number of product launches. For instance, in February 2021, Ireland-based WaterWipes launched the world's purest baby wipes in India that contain only two ingredients - 99.9% water and a drop of grapefruit seed extract. Several factors, including the rising development of environment-friendly wipes, and the wide availability of wipes for different sectors, are driving the market's growth during the forecast period. Apart from this, product innovations in wet wipes are also driving this market at a steady rate.

Based on the decomposability, the market is bifurcated into biodegradable and non-biodegradable wipes. The biodegradable wipes segment dominated the market in the year 2022. Biodegradable wipes are easily decomposed in the environment causing minimum to no harm which is a driving factor for this segment. The wipes are made from natural sources such as bamboo. Rising awareness regarding sustainable environment impels people to choose sustainable options which is propelling the market. The segment is growing during the forthcoming period owing to innovative product launches. For instance, in May 2021, U.S.-based Coterie in partnership with the VEOCEL brand launched its new Wipe made from 100% plant-based biodegradable and compostable materials, the Coterie Wipes, consisting of 99 percent water which is fully compostable after just a few weeks. Thus, among the decomposability, the biodegradable wipes segment held a significant market share in 2022.

Based on the material type, the market is bifurcated into woven and non-woven. The non-woven segment held a significant share of the market in 2022 owing to the rising product launches. For instance, in June 2023, Ginni Filaments Ltd. launched its ultra-pure water wipes containing 99.9% water, with minimal ingredients and made up of incredibly soft, skin-friendly, and breathable nonwoven spun lace fabric in the baby care segment in India. Nonwoven wet wipes are a type of wet wipe made from nonwoven fabric material rather than traditional woven textiles. Nonwoven fabric is made by bonding fibers together using various methods such as heat, chemicals, or mechanical processes. This results in a fabric that is soft, absorbent, and durable, making it suitable for use in wet wipes. These wet wipes are typically manufactured using a process called spunlacing or hydroentanglement. Thus, the non-woven category held a significant share of the market in the year 2022.

Based on the application, the market is bifurcated into domestic, industrial, and others. The domestic segment held a significant share of the market in 2022 owing to the innovative product launch for every household care segment. For instance, in September 2023, TERRA a renowned manufacturer of premium eco-conscious and organic personal care products, entered the Indian market launching wipes designed to provide safety for faces, skin, and mouths, catering to the needs of newborns and individuals of all age groups in India. The product lineup included TERRA Manuka Honey Baby Wipes, TERRA Kiwifruit Baby Wipes, TERRA Pure Water Baby Wipes, and TERRA Makeup Remover. Wet wipes can be used in the domestic ambiance for multiple purposes like personal care, pet care, cleaning, baby care, and many more. Standard quality wipes potentially succeed in satisfying the needs of the average household which increases demand for these wipes in the market. Thus, the domestic category held a significant share of the market in the year 2022.

For a better understanding of the market adoption of wet wipes, the market is analyzed based on its worldwide presence in countries such as North America (U.S., Canada, and the Rest of North America), Europe (Germany, U.K., France, Spain, Italy, Rest of Europe), Asia-Pacific (China, Japan, India, Rest of Asia-Pacific), Rest of World. North America is dominating the market in the current scenario of 2022 due to the surge in awareness regarding sustainable environment, rising expenditure on developing environment-friendly wipes, rising research initiatives, and rising company collaborations. For instance, in February 2022, Reckitt Benckiser Group plc, maker of Lysol and Dettol, and U.S-based Diversey Holdings, Ltd., a leader in the development and delivery of hygiene, infection prevention, and cleaning solutions, agreed on distribution collaboration to expand businesses' access to trusted hygiene solutions including wet wipes. Thus, amongst regions, North America held a significant share of the market in 2022.

Some of the major players operating in the market include Procter & Gamble; Johnson & Johnson Private Limited; Kimberly-Clark Worldwide, Inc; Reckitt Benckiser; Rockline Industries; The Clorox Company; Nice-Pak Products, Inc.; MEEMEE.IN; Himalaya Wellness Company; Honasa Consumer Limited.